Max Fashion has partnered with Bollywood star, Alaya F to unveil Urb_n, a new youth-focused range. The first-ever collaboration will be marked by a thrilling digital campaign that connects fashion, music and identity, all of which are critical elements to the brand’s target population.
This partnership with a rising talent is aimed at an audience that loves fashion and marks another significant category addition for Max Fashion as they curate for style that appeals & resonates with young Indian fashion enthusiasts. As part of this connection, the deal introduces four distinct collections: Rustic Denim, Lowkey Luxury, Ultra Feline and Neo Feminine. The price range of these clothes is Rs 499-1499. This ensures that the collection can be found at any of Max Fashion’s 500+ locations or online on maxfashion.in making it accessible to everyone.
“This partnership means a lot to us at Max,” says Pallavi Pandey, the marketing head of Max Fashion India. “It will redefine our brand conversations.” We are convinced her line in particular would drive Karishma’s discussion to higher levels. It handovers power to teenagers thereby redefining what constitutes trendy attire amongst them. And lastly Rukhsar feels she does not want just an image. But rather represents today’s children who wish to communicate through their clothing.” Collection available in all 515+ Max fashion stores from August 9th as well as on maxfashion.in
The positioning behind Urb_n launch is also strategic because Max had already conquered India market space before then. Being youth-oriented brand this launch serves as bridge between its current offerings meets demands from younger customers more specifically those aged between 17-22yrs old. Besides appealing more towards younger clients. Such expansion places it better poised towards competing more effectively within the fashionable fast-moving spaces.
Max Urb_n is expected to make waves in India’s highly competitive fashion retail scene. Due to its weekly launches at affordable prices and far-reaching store network. This release cements the company’s dedication to innovation and its agility in response to shifting consumer tastes, securing a place for Max Fashion in India’s dynamic market.
“The Urb_n line has gained a lot of popularity since entering the Indian market,” said Sumit Chandna, President & Deputy CEO of Max Fashion. Our collection (Urb_nXAlayaF) truly speaks to our customers as it showcases youthfulness through new visions and bold choices.”
To introduce this collaboration, Alaya F stars in an energetic video that contrasts with bustling city scenes. The video shows how versatile the new range is by sending out several style messages at once. It highlights the diverse choices made by young people now, inclusive of all genders from fashion forward perspective. Hence it is an opportunity for them to express themselves better via dressing up. In addition, images demonstrate that the collection helps teenagers play different roles which are part of their daily routine representing their multiple life ways and personalities.
Commenting on her participation, Alaya F said, “I loved being a part of Urb_n India. This collection encompasses so many facets of our generation – from various styles to fresh options. It’s not just fashion but also a reflection of ourselves and how we live.”
The collection comprises a mix of new and modern designs. “Neo Feminine” combines strength and elegance in balloon hems and gingham tops. While “Ultra Feline” blends grungy denims with fierce animal prints. “Lowkey Luxury” has metallic-flavored earthy dystopian-inspired prints. Whereas “Rustic Denim” brings back the 90s retro vibes with brown jeans and graphic prints.
This collection by the brand ensures that there is always something new as it comes up with weekly style updates both online and offline. Max Fashion goes beyond clever fashion into influencer-based marketing as well as real representation to genuinely reach its youthful market base.
